I'm a little long in the tooth now and a traditionalist, however in this day and age, anything that can take the club forward (especially with the new ownership) has to be a good thing.
Maybe a rebrand would help the club grow, creating a name/brand that perks the interest of young Oldamers and helps them relate to the club must be a good thing in helping the club grow and expand the fan base.
As I say I'm a traditionalist, I accept people don't always like change, having said that anything that propels the club forward can't be a bad thing, can it?